Cette thèse examine différents facteurs ayant permis la reconfiguration de la sphère privée/domestique, considérée comme le domaine non-politique de la famille et de l’intime, en objet crucial de débat politique et en lieu d’action politique légitime dans l’après-seconde guerre mondiale (1945-1973).Au cœur du processus, trois phénomènes majeurs : la militarisation de l’espace civil privé, la résurgence de l’idéal du « foyer chrétien » dans un climat moraliste et familialiste et la valorisation du foyer consumériste, « centre de la liberté », où se jouait la défense du système capitaliste dans le conflit idéologique opposant les États-Unis à l’U.R.S.S. Durant cette période, l’articulation privé-public s’est vue renégociée, à la faveur du phénomène de politisation du privé et du surcroît de légitimité accordé aux enjeux associés à ce domaine et, par extension, aux femmes censées en garantir l’intégrité. Trois études de cas, s’appuyant sur de riches sources archivistiques jusqu’ici largement inexploitées, permettent de prendre la pleine mesure de cette renégociation et de rendre compte de l’adoption de nouvelles formes de pratiques politiques à domicile (‘kitchen-table activism’) par un grand nombre de femmes blanches des classes moyennes-supérieures. Ce mode d’activisme, réconciliant vie domestique, sociabilité féminine et engagement militant, fut mis au service tant des organisations féminines progressistes et conservatrices que des ‘Women’s Divisions’ des partis politiques. Dans quelle mesure son expansion reflétait-t-elle la politisation de ses adeptes et la hausse de leur participation politique durant une période de latence du mouvement féministe ? Leur engagement en marge de la sphère institutionnelle s’est-il accompagné d’un accroissement de leur représentation en politique ? Ou la période a-t-elle vu, au contraire, leur avancée dans ce champ retardée en raison de cette mobilisation fondée sur une vision traditionnelle des femmes et des relations de genre ? / This thesis examines various factors that have led to the reconfiguration of the private / domestic sphere, considered as the non-political domain of the family and the intimate, as a crucial subject for political debate and as a legitimate place of political action in the aftermath At the heart of the process were three major phenomena: the militarization of private civil space, the resurgence of the ideal of the "Christian home" in a moralist and familialist climate, and the valorization of the home Consumerism, the "center of freedom", where the defense of the capitalist system was played out in the ideological conflict between the United States and the USSR During this period, the private-public articulation was renegotiated, thanks to the phenomenon of politicization of the private sector and the additional legitimacy granted to the stakes associated with this domain and, by extension, to the women who are supposed to guarantee the integrity . Three case studies, based on rich archival sources that have so far been largely untapped, make it possible to take full account of this renegotiation and to account for the adoption of new forms of policy-making at home ('kitchen-table activism ') By ​​a large number of white women of the middle-upper classes. This mode of activism, reconciling domestic life, feminine sociability and militant commitment, was put to the service of progressive and conservative women's organizations as well as women's divisions of political parties. To what extent did its expansion reflect the politicization of its followers and the rise of their political participation during a latent period of the feminist movement ? Have their involvement in the margins of the institutional sphere been accompanied by an increase in their representation in politics ? Or did the period, on the contrary, see their advance in this delayed field because of this mobilization based on a traditional view of women and gender relations ?

The impact of athlete activism online remains understudied in academic scholarship. To gain a better understanding for fan response to athlete activism online, this study examines the patterns in perception and response among sports fans with respect to politically-charged content posted online by professional athletes. The purpose of this study is to use this understanding of fan response to help athletes and their representatives manage fan reaction to athletes’ politically-charged content. By examining fan response to politically-charged content, this study suggests principles for eliciting positive impact, fostering open discourse, and promoting awareness through social media. Patterns in perception and response among sports fans with respect to politically-charged content posted online by professional athletes were examined through in-depth interviews conducted with sports fans between the ages of 18 and 30 who follow the profiles of professional athletes on social media. An understanding of the potential benefits and drawbacks of athletes’ use of social media for social movements has been gained through an analysis of the emergent themes among perception and response patterns revealed by study participants. The emergent themes of this study inform recommendations for professional athletes posting politically-charged content online. The findings of this study suggest that athletes who post politically-charged content online should do so with their goals and audience in mind. Knowing their goals as well as their audience grants athletes the ability to frame their content accordingly, rendering them more likely to receive positive responses to the politically-charged content they post. Based on the findings of this study, athletes who frame politically-charged content as a narrative highlighting their lived experience and employing appeals to emotion and humor yield the most positive responses from otherwise uninterested or hostile fans. The insights gained from this study stand to fill the gap in existing literature surrounding athlete activism online.

The patriarchal societies in the MENA region have their entire social framework around the protection and regulation of female sexuality. The woman’s male relatives have to make sure that her honor is under their control and fulfills the patriarchal family demands. Women’s failure to stick to the code of honor may result in aggressive reactions that may mount to honor killings and this had happened in 2019 to Israa Gharyeb. The murder of the 21-year-old girl sent a shockwave of protests not just in the Palestinian society where the crime had happened but also across the Arab region. Activists on social media and the streets are sending a clear and strong message that murdering women will not be hidden anymore. Accordingly, this thesis sheds the light on the Twitter hashtag # كلنا_اسراء_غریب (we are all Israa) to reflect on the participants’ responses to both crime event and the traditional discourse on “Honor killings.” Theoretically, the paper offers a rereading of the theory of critical discourse analyses on the notions of ideology, power, and dominance. Empirically, this paper will analyze 460 tweets by conducting critical discourse analysis and qualitative content analysis.

Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. How does this in turn affect consumer purchasing engagement? Purpose: The purpose of this study is to investigate how consumers respond tosocial activism advertisements and how it influences their purchaseengagement. Method: The method used in this thesis is a quantitative research with anabductive research approach. The data has been collected through anonline survey and received 504 responses. Conclusion: Advertising that contains social activism has an overly positive impact onconsumer attitudes, purchasing engagement, and corporate consumerbasedbrand equity.

Research paper talks about environmentalism, and its representations in the digital age. The study is focused on Instagram and the sample of three selected profiles. The research is conducted through the scope of the Framing Theory, focusing on two specific theories, adapted as the main frames, them being a very recent framework, Climate Optimism, and Climate Doomism. The methodology used was content analysis, with implemented data sampling strategy, codebook development, and coding itself, which resulted in the results of the analysis. The overall aim of the master’s thesis is to investigate the framing and therefore representations of climate change, and therefore provide a better understanding of how climate change is framed within social media and what frameworks can be implemented to take action- either individual, or global. The results of the analysis confirmed that the occurrence of positive narratives around climate change narratives is more and more prominent, and it is argued, that the framework could be expanded to a much larger scale and an audience in future research.

Varumärkesaktivism är en strategi för marknadsföring som har blivit alltmer uppmärksammad på senare år. Det är en form av ställningstaganden där varumärken lyfter samhällsfrågor för att påverka konsumenterna genom marknadsföring som är skapad och upprätthållen av sociala och politiska värderingar. Detta är extra viktigt inom klädbranschen då företag på den marknaden idag lider av minskat förtroende från konsumenter, dels när det kommer till integritet och dels när det gäller produkternas ursprung och tillverkning. Varumärkesaktivism kan i vissa fall dock missgynna företagen om kunden inte anser att denna aktivism är autentisk, eller om kunden inte sympatiserar med budskapet företaget förmedlar. Däremot kan detta även skapa fördelar om denna varumärkesaktivism är autentisk och kunden sympatiserar med budskapet, vilket är en svår balansgång för företag idag. Syftet med denna studie var därför att undersöka varför och hur ett känt internationellt företag inom klädbranschen arbetar med varumärkesidentitet samt varumärkesaktivism. Syftet var även att se hur företaget arbetar för att förmedla detta på ett autentiskt sätt till sina kunder och hur deras kunder uppfattar denna aktivism. Detta studerades genom att tillämpa en kvalitativ strategi där empiri samlades in genom kvalitativa intervjuer med chefer inom det utvalda företaget som arbetar med varumärkesbyggande, kommunikation samt sociala medier. För att ta reda på hur kunderna uppfattar denna aktivism genomfördes även kvalitativa intervjuer med kunder hos företaget. Studiens resultat visade att företaget idag har en tydlig varumärkesidentitet som bygger på deras kärnvärden samt grundvärderingar vilket även stämmer överens med uppfattningen från deras kunder. Utifrån varumärkesidentiteten tar företaget sedan ställning i sociopolitiska frågor genom att kommunicera denna varumärkesaktivism på sitt instagramkonto samt hemsida. Resultatet visade även att företagets kunder anser att varumärkets åsikter inom sociopolitiska frågor stämmer överens med hur företaget agerar vilket har bidragit till en autentisk uppfattning av företagets varumärkesaktivism. Sammanfattningsvis är denna studiens slutsats att företaget idag har en tydlig koppling mellan sin varumärkesidentitet samt varumärkesaktivism, vilket har lett till att deras aktivism uppfattas som autentisk från deras kunder. / Brand activism is a marketing strategy that has received increased attention in recent years. It is a form of stance where brands raise societal issues to influence consumers through marketing that is created and maintained by social and political values. This is important in the clothing industry as companies in the market today suffer from reduced trust from consumers, partly when it comes to the origin and manufacture of the products. However, brand activism can in some cases be a disadvantage for companies, if the customer does not believe that this activism is authentic, or if the customer does not agree with the message that the company is communicating. But in other cases, it can create benefits if this brand activism is authentic and fits in with the customer, which is a difficult balancing act for companies today. The purpose of this study was therefore to investigate why and how a well-known international company in the clothing industry works with brand identity and brand activism and how the company communicates this in an authentic way to its customers and how the customers perceive this activism. This was studied by applying a qualitative strategy where empirical data has been collected through qualitative interviews with managers who work with brand building, communication and social media at the selected company. Qualitative interviews were also conducted with customers of the company to find out how the company's customers perceive this activism. The results of the study showed that the company today has a distinct brand identity based on their core values, which agrees with the perception from their customers as well. From the brand identity, the company takes a stand on sociopolitical issues by communicating this brand activism. Further, the results showed that the company's customers considered that the brand's views on socio-political issues are in line with how the company acts and thus contribute to an authentic perception of the company's brand activism. To summarize, this study showed that the company today has an evident link between its brand identity and brand activism, which has led to their activism being perceived as authentic by their customers.

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In this dissertation, I analyze online environmental anti-toxics activism. Environmental activist groups have created a presence on the World Wide Web to help empower people to become aware of and struggle against pollution. The sites that I explore (http://www.epa.gov/tri/, http://www.epa.gov/enviro/wme/, http://www.rtknet.org/, and http://www.scorecard.org/) serve as devices of this empowerment and by extension recruit people to the political goals of anti-toxics activism. In my analysis, I focus on a series of questions germane to this context. How can/does this movement go online and utilize that presence to sway others to their cause and ideology? How then is that cause represented digitally, in the online medium? What are the reciprocal impacts of that representation on the movement itself? Most importantly, what form of activist identity is being promoted through the mediation of the online interface? That is, how are the identity of the self as activist and the related understanding of space and place altered through their translation into a digital environment? What are the parameters and limitations of digitally mediated, informed empowerment? I undertake to critique empowerment as found through the digital translation of environmental anti-toxics activism into the virtual space of the Web. I show that particular uses of this Internet application invent (reinvent/reinforce) versions of environmental anti-toxics activism, digitized versions which must be understood in terms of their wider assumptions and implications. I break the study into three main parts. The first part lays theoretical groundwork for studying Web-based entities. The second part deals with more particular foundational elements for digital environmental anti-toxics activism, especially in terms of information. In the final section, I analyze and critique the forms of digital identity and empowerment that the websites create. I conclude that digital empowerment, defined primarily through access to expert information, actually represents an impoverished version of empowerment which may do little to aid real-world toxic struggles. / Ph. D.

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